Analyzing and inferring human real-life behavior through online social networks with social influence deep learning

Abstract

The advent of Online Social Networks (OSNs) has offered the opportunity to study the dynamics of information spread and influence propagation at a huge scale. Considerable research has focused on the social influence phenomenon and its impact on OSNs. Social influence plays a crucial role in shaping people behavior and affecting human decisions in various domains. In this paper, we study the impact of social influence on offline dynamics to study human real-life behavior. We introduce Social Influence Deep Learning (SIDL), a framework that combines deep learning with network science for modeling social influence and predicting human behavior on real-world activities, such as attending an event or visiting a location. We propose different approaches at varying degree of network connectivity with the objective of facing two typical challenges of deep learning: interpretability and scalability. We validate and evaluate our approaches using data from Plancast, an Event-Based Social Network, and Foursquare, a Location-Based Social Network. Finally, we explore the usage of different deep learning architectures, and we discuss the correlation between social influence and users privacy presenting results and some notes of caution about the risks of sharing sensitive data.